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Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector
journal contribution
posted on 2012-01-01, 00:00 authored by Anne-Marie Hede, P KellettThe Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.
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Journal
Journal of vacation marketingVolume
18Issue
3Pagination
239 - 250Publisher
SageLocation
London, EnglandPublisher DOI
ISSN
1356-7667eISSN
1479-1870Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2012, SageUsage metrics
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